Measuring Visual Complexity Using Neurophysiological Data

The effects of design and aesthetics on interface usability has become an important research topic in recent years. In this paper, we propose a new method of visual complexity evaluation based on the users' neurophysiological signals. In order to be truly insightful, a visual representation of such signals will be mapped onto the interface using physiological heatmaps. The method's intended purpose is to inform practitioners and researchers in information system on how different interface designs affect perceived visual complexity.